KIDS BANKING by GPY&R Brisbane for Suncorp

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KIDS BANKING

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Industry Banking & Financial Services
Media Direct marketing
Market Australia
Agency GPY&R Brisbane
Creative Director Piet Human
Art Director David Joubert, Lindsay Thompson
Released December 2009

Credits & Description

Category: Financial Products & Services
Advertiser: SUNCORP BANK
Product/Service: CHILDRENS SAVINGS ACCOUNT
Agency: GEORGE PATTERSON Y&R
Date of First Appearance: Dec 7 2009 12:00AM
Entrant Company: GEORGE PATTERSON Y&R, Brisbane, AUSTRALIA
Creative Director: David Joubert (George Patterson Y&R)
Creative Director: Piet Human (George Patterson Y&R)
Art Director: David Joubert (George Patterson Y&R)
Writer: Piet Human (George Patterson Y&R)
Writer: Michael Kennedy (George Patterson Y&R)
Art Director: Lindsay Thompson (George Patterson Y&R)
Media placement: Point Of Purchase. Pack And Stand. - In Branch - 07/12/2009

Describe the brief/objective of the direct campaign.
Suncorp Bank’s challenge was to find a way of squeezing between the biggest retail banking players with their long-established and well-funded kids’ banking programs and market-share-hungry new players who were offering up to 10% interest as an incentive to join their kids program. Being last to market made it even harder. We needed a campaign that would spark the imagination of kids and adults alike.

Explain why the creative execution was relevant to the product or service.
The concept of marketing a bank account as a kids' 'toy' product tapped into their obsession with toys and 'packaged gifts', linking it directly to saving behaviour - an exceptionally original idea for the banking category. For the Suncorp Bank brand it was a highly relevant way to promote their evolution to becoming a retailer of financial solutions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How do you get more kids and their mums to open a new Kids Savings Account? Turn it into a toy. A ‘more fun’ way to teach kids about saving, the Kids Savings Account product and toy box presented the account to kids as a packaged savings card with instructions, links to a dedicated kids banking web site and a bonus ‘magic slate’ toy included. The packs were presented in Suncorp Branches on special, bright yellow stands and supported by point-of-sale posters along with comic-book-style press executions.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
‘Awesomely awesome’ results were achieved almost immediately. Despite the summer holidays occurring one week into the launch, 2038 new accounts were opened in the first five weeks – 10 times the campaign objective of 200 accounts per month. Anecdotal reports indicate that the Kids Savings Account campaign had a halo effect on parents, with several hundred new accounts attributed to on-selling in branch.